RAINBOWCO Enhances Global Branding to Bolster GENMA's Leadership in High-End Equipment

RAINBOWCO's Strategic Branding Update

NANTONG, China — In a bold move that reflects the ongoing trends towards market consolidation in high-end manufacturing, RAINBOWCO, a renowned global manufacturer of premium equipment, has announced significant updates to its branding strategy. As of September 1, 2025, the company will be streamlining its branding by unifying its joint brand, GENMA-KALMAR, under the single name GENMA. This change aims to establish a clearer and more cohesive identity for the GENMA brand in the competitive high-end equipment sector.

This strategic consolidation is set to enhance synergies between GENMA and another prominent brand under RAINBOWCO: KOCH. The company’s robust portfolio includes three core brands each with its unique strengths. GENMA is recognized worldwide for its high-end equipment, offering five primary solutions:

1. Lifting Solutions for shipyards, material storage, and workshops.
2. Maritime and Offshore Technical Solutions.
3. Bulk Handling Solutions.
4. Terminal Cranes.
5. Multifunctional High-Efficiency Material Handling Equipment.

Meanwhile, GENMA-KALMAR specializes in sustainable material handling solutions for global container ports, focusing on RTGs (Rubber Tyred Gantry cranes), RMGs (Rail Mounted Gantry cranes), and STS (Ship-to-Shore cranes). This transitioning brand is poised to operate entirely as GENMA starting in September, strengthening its market hold in high-end equipment.

Another key player, KOCH, has a rich 80-year history in bulk handling solutions. Acquired by RAINBOWCO in 2019, KOCH integrates bulk and mining equipment sectors after merging with FLSmidth in 2023, expanding its capacity throughout the entire value chain of bulk material handling.

Susan Zha, the Managing Director of SGE Terminal Container Handling Solutions, emphasized the critical nature of this branding upgrade for future operations. “This transition reflects our commitment to efficiently managing our brand activities,” she commented. “We are confident that the consistency in product technical standards, supply chain systems, and service frameworks will position us for greater success in the market.”

Following the acquisition of KALMAR's heavy-duty crane business in 2022, which involved integrating a core team to enhance GENMA-KALMAR’s technical expertise and global operational reach, this initiative has already yielded significant results. Achievements include the provision of 40 RTGs to Damietta and 50 RTGs to Marsa Maroc.

Martin Wu, the CEO of RAINBOWCO, reiterated the company’s focus on high-end equipment. He remarked, “At RAINBOWCO, we are dedicated to manufacturing high-end equipment, and with our expansion of manufacturing and assembly facilities, we aim to better serve our customers globally.” Since its inception in 2003, RAINBOWCO has established five production sites and employs over 3,600 personnel worldwide, surpassing $1 billion in annual revenue for the year 2024.

The brand invites its global partners to visit their stand at TOC Europe 2025 from June 17 to 19, where GENMA SOLUTIONS_J18 will highlight their latest advancements and innovations in high-end equipment. For more details, visit GENMA Solutions.

GENMA

In an ever-evolving market, RAINBOWCO's strategic maneuvers signify its commitment to maintaining leadership in the high-end equipment sector while adapting to shifting market dynamics for enhanced global presence and customer satisfaction.